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Questioning the right way to stand out and differentiate your self from different brokers? Brad McCallum, founding father of the McCallum Group in Calgary, Ontario, units himself aside with high-quality, cinematic itemizing movies, and it might be the distinction you’ve been on the lookout for.
McCallum got here into actual property figuring out there needed to be a greater technique to promote actual property than what he had skilled. “I believed all Realtors bought paid an excessive amount of, did too little, and that they have been all the identical. I had even bought a number of of my houses with the supposed ‘prime producers’ and ‘luxurious brokers,’ and finally these experiences felt actually missing worth. I knew if I used to be going to achieve success as an agent, I’d have to determine a technique to do issues in a different way.”
His seek for a differentiator led him to create cinematic movies that will inform the story of the houses his shoppers entrusted him to promote. Telling these tales via video has helped him and his workforce persistently shut in extra of $100 million yearly and construct a YouTube channel with over 48,000 subscribers.
His deal with itemizing movies not solely helps him promote his present listings but additionally helps him current a compelling distinction from his competitors in itemizing appointments. On this article, he shares his easy-to-follow itemizing appointment course of that may allow you to take extra listings.
Outline a minimal stage of care
To differentiate the McCallum Group from different brokers, he begins the itemizing presentation by defining the actions all brokers ought to carry out. He stated most brokers are taught to focus on each little factor they do within the itemizing presentation, however that none of these actions are precise differentiators.
He prompt a dialog with the vendor like the next:
“As a result of I consider our time is valuable, I don’t wish to are available right here and speak about all of the issues we’re going to do on your itemizing that I consider you ought to be anticipating from each agent you interview.
Listed below are a number of examples of what I name a minimal stage of care: continuous communication, nice suggestions from showings, open homes, recommendation on staging, and making ready your own home on the market. It is best to anticipate greater than drone pictures, social media, an indication within the yard, and even skilled pictures. These are issues some brokers will are available and describe as a part of their customary of care.
In my thoughts, these are the minimal requirements of care in 2024. So, what I’d love to do is spend most of our time discussing the issues that make our workforce totally different from every other brokers you could be assembly with.”
This framework does two issues: It permits McCallum to reduce all of the issues most different brokers boast about doing. An instance is one other agent would possibly say, “We do drone pictures,” and the vendor is considering, “Effectively, after all you do, Brad stated that needs to be anticipated as a minimal stage of service.”
It additionally helps you come back the main target to the very factor that bought you the appointment. For McCallum, it’s often his movies. For you, it could be your geographical farming or involvement in the area people. No matter it’s for you, deal with that as your differentiator.
The worth of video as a differentiator
He then shifts the dialog to his differentiator of offering high-quality itemizing movies. He talks about how the platform they’ve constructed offers them the power to achieve the primary viewers that each advertising and marketing piece needs to be targeted on: potential patrons.
He then shares the next with potential sellers:
“The most important mistake most householders make is considering they’re hiring somebody that might be promoting their residence. However 97 p.c of the time, the itemizing agent doesn’t converse to the customer. In 97 p.c of the gross sales, it’s the purchaser’s agent who communicates with the customer and sells your own home.
However a purchaser’s agent doesn’t have any pores and skin within the recreation, whether or not they purchase your own home or one other residence. That purchaser’s agent goes to promote them the house they wish to purchase. So, via video, we’ve discovered a technique to bypass the customer’s agent and converse on to that potential purchaser.
I wish to be the one who tells the story of how the solar comes via that window within the morning, what it’s meant to your loved ones to have a yard this measurement, or how transforming that kitchen elevated your loved ones’s enjoyment of the house. You inform me the tales after which I’ll talk the tales in a seven-minute video.
The video we report is your phrases popping out of my mouth, chatting with the potential purchaser’s ears. This bypasses the customer’s agent and offers us the power to promote your own home via talking on to the customer.”
Share ‘inside ball’
“Inside ball” is a reference to sharing one thing that the general public will not be conscious of, however the individuals in an {industry} perceive. McCallum stated they make investments some huge cash in advertising and marketing a house, so he solely needs to checklist houses which are going to promote. He shared the next “inside ball” story he usually relates.
“Mr. and Mrs. Vendor, have you ever ever heard the time period ‘shopping for the itemizing?’ It’s kind of an inside-the-industry time period, and it references brokers that can let you know no matter you wish to hear relating to the checklist value to allow them to get the itemizing to then flip round 30 days later and let you know that that you must scale back the worth to get the house bought.
So, right here’s the factor: on the threat of shedding what you are promoting right this moment, I wish to select honesty and have an actual dialog concerning the value of your own home. Right here’s an instance of why I wish to focus on this earlier than we go over the valuation evaluation of your own home.
For those who inform me your own home is value $1.2 million and I let you know it’s value $1.1 million, you’ll instantly assume I’m simply attempting to get you to cost your own home low to get it bought rapidly. A number of brokers will let you know no matter you wish to hear, so ensure you allow them to let you know about their ideas on worth earlier than you inform them yours.
That means in the event you inform them a better quantity they usually say sure, I feel we are able to strive it at that value, you then’ll know they might be, as we name it within the {industry}, ‘shopping for the itemizing.’
Once I go over these numbers, they might be increased than you thought or they might be decrease than you thought, however earlier than I begin, I wish to guarantee you that these numbers are primarily based on comparable gross sales and that it’s my trustworthy opinion on the place your own home must be priced to maximise the gross sales value for you.”
Naturally transfer into the following steps
Many brokers stumble in terms of asking for enterprise. McCallum believes shifting ahead needs to be the pure subsequent step. That is an instance he gave of how this transition occurs naturally:
“So hear, in the event you guys wish to transfer ahead, it does take a while to get our media workforce scheduled.
We are able to most likely get on their schedule as early as the center of subsequent week. It then takes them three to 4 days to do their greatest work to create one thing particular via the modifying course of and to arrange our advertising and marketing. With that in thoughts, we might be available on the market by two weeks from now if that works for you.”
The movement of this itemizing presentation is pure and clearly communicates how the McCallum Group helps their listings get bought via their advertising and marketing. What’s it for you? What makes you totally different from different brokers? Your skill to obviously talk the variations between you and your competitors will result in extra enterprise.
Join with Brad McCallum on Instagram and see examples of his itemizing movies on his YouTube channel.
Jimmy Burgess is an actual property agent and nationwide workforce builder with Actual Brokerage in northwest Florida, servicing the 30A, Destin, and Panama Metropolis Seaside markets. Join with him on Instagram and LinkedIn.
